Data activation is a tremendous opportunity to enhance and even transform how market research is done. Data activation enhances market research by linking various streams of structured (relational databases, spreadsheets, and even XML files) and unstructured data (word processing documents, PDF files, e-mail messages, blogs, Web pages, video, pictures, and social sites) into actionable market research. This presentation demonstrates how to identify and map various streams of data from ERP, CRM, WEB, and IOT to supplement ongoing market research efforts.

1. Data Ac'va'on to Maximize Market Research Efficacy – NewMR Webinar
Steven Cosgrove, DataAc1va, 2016
Data Ac'va'on
Dr. Steven Cosgrove
DataAc'va UG
20 October 2016
Data Activation to Maximize
Market Research Efficacy

2. Data Ac'va'on to Maximize Market Research Efficacy – NewMR Webinar
Steven Cosgrove, DataAc1va, 2016
Overview
Data ac1va1on ini1a1ves are being launched in many companies worldwide, as managers,
administrators, and analysts learn to ac1vate and link various streams of structured
(rela1onal databases spreadsheets and even XML files) and unstructured data (word
processing documents, PDF files, e-mail messages, blogs, Web pages, video, pictures and
social sites) into ac1onable analy1cs, reports, and mobile applica1ons for everyone in the
organiza1on.
While the advantages of data ac1va1on are well documented, they should be seen as part
of a delibera1ve process, whose success depends on technology plaNorms(Business
Intelligence (BI) and Analy1cs), management buy-in, as well as well-designed robust
analy1cs.
Our company, DataAc1va, ac1vates streams of structured and unstructured data in order
to op1mize data-driven decision making. We consider data ac1va1on to be a tremendous
opportunity to enhance and even transform how you run your business. In this
presenta1on we focus on the rela1onship between tradi1onal market research and data
ac1va1on.

3. Data Ac'va'on to Maximize Market Research Efficacy – NewMR Webinar
Steven Cosgrove, DataAc1va, 2016
No longer limited
Structured Data
Flat files in Record Format, GEO
location data,HTML5 micro-data,
Legacy data, Log files, Micro-
formats, Sensor data,
Spreadsheets
Semi-Structured Data
Documents containing meta-data
tags,
EDI documents,
RSS feeds,
XML objects
Unstructured Data
Binary Large Objects, Business record
requiring control, content management data,
digital assets, dynamic content (multiple
users), email, text messages, chat,
intellectual property data, social data,
specialized content (web)static documents,
taxonomies/ontologies, voice recognition
Complex Structured Data
Hierarchically structured data
(xml-based MISMO)

4. Data Ac'va'on to Maximize Market Research Efficacy – NewMR Webinar
Steven Cosgrove, DataAc1va, 2016

5. Data Ac'va'on to Maximize Market Research Efficacy – NewMR Webinar
Steven Cosgrove, DataAc1va, 2016
Mapping onto an Analy'c PlaMorm
Data
migra1ons/
conversions
Inter-enterprise
data sharing
Acquisi1on for BI,
analy1cs, and data
warehousing.
Extrac1ng data from
opera1onal systems,
transforming and
merging that data, and
delivering it to
integrated data
structures for analy1c
purposes
Enabling the
connec1vity and
integra1on of the
data represen1ng
cri1cal business
en11es such as
customers, products
and employees
Sourcing of master
data in support
of master data
management
(MDM)
Ensuring
database-level
consistency
across
applica1ons,
both on an
internal and an
inter-enterprise
basis
Providing data
to, and receiving
data from,
external trading
partners
(customers,
suppliers,
business partners
and others)
Collec1ng audit
and monitoring
informa1on
regarding the
deployed data
integra1on services
and processes in the
organiza1on
Support for
governance and
management
of data assets

6. Data Ac'va'on to Maximize Market Research Efficacy – NewMR Webinar
Steven Cosgrove, DataAc1va, 2016
Analy'cal, Visualiza'on,
Machine-learning, AI
§ Data prepara1on and explora1on
§ Predic1on
§ Classifica1on
§ Segmenta1on/Clustering
§ Affinity analysis and associa1on rules
§ Model evalua1on and selec1on
§ Deriving insight
§ Scoring New Data
§ Machine Learning
§ Ar1ficial Intelligence
Interactive analysis and insights from
integrated advanced analytic platform!

7. Data Ac'va'on to Maximize Market Research Efficacy – NewMR Webinar
Steven Cosgrove, DataAc1va, 2016
Linkages
Market
Feasibility
Brand
• Equity
• Image and
positioning
Product
Development
Customer
Satisfaction
and Value
Market
Segmentation
Usage
and
Attitudes
Pricing
• Strategy Development
• Optimization
• Elasticity
Distribution
Channel
Testing
Advertising /
Communications
Testing

8. Data Ac'va'on to Maximize Market Research Efficacy – NewMR Webinar
Steven Cosgrove, DataAc1va, 2016
Ac'va'ng Customer Experience
l Maximize the poten1al of each customer rela1onship and generate incremental revenue.
l Migrate from a seasonal, ad-hoc campaigns to an automated, perpetual marke1ng process.
l Evaluate investment within segments, iden1fy revenue poten1al and marke1ng opportuni1es.
Customer Experience
(CRM)
Real-1me marke1ng
execu1on
Data extrac1on,
data mining and
analysis
Customer Experience (CRM) Rela1onship is a process that is both informa1on and technology
driven, which aims to leverage customer behavioural data, life event triggers and marke1ng
models to efficiently and con1nuously cul1vate customer rela1onships in order to:
• Touches
• Offers
• Contacts

9. Data Ac'va'on to Maximize Market Research Efficacy – NewMR Webinar
Steven Cosgrove, DataAc1va, 2016
Ac'va'ng Strategic Market Research
Overall Opportunity Index
Market Size Recep1vity Spending
• Amount Spent
• Increase In Budget
• Service Importance
• Wallet share
• Pricing
Performance on:
• Key Brand Drivers
• Awareness
• Intent to Purchase
Buying behavior
• Revenue
• Forecasted Revenue
• Purchase History

10. Data Ac'va'on to Maximize Market Research Efficacy – NewMR Webinar
Steven Cosgrove, DataAc1va, 2016
Ac'va'ng Segmenta'on
l Objec've: Include one new piece of descrip've informa'on for each customer in the database:
Market Segment Type
l Applica'ons:
• Targeted efforts may now be enhanced through even more focused marke'ng to high poten'al
customers
• Customer records will now include an addi'onal layer of customer informa'on for targeted
customer service and cross-selling opportuni'es
• ERP data allows for strategic planning
Database Modeling And Scoring
Applications
l Model Applied To
Database
Determine
Predictive Model
Market
Segmentation
Results Respondent Data
linked to Customer
Data

11. Data Ac'va'on to Maximize Market Research Efficacy – NewMR Webinar
Steven Cosgrove, DataAc1va, 2016
Ac'va'ng Loyalty,
Brand, Performance
Loyalty
Recommenda'ons
Sa'sfac'on
Customer needs, wants, and preferences
Customer service
Products &
Services
Brand
Performance
Gap
Communica'on
Gap
Transac'ons

12. Data Ac'va'on to Maximize Market Research Efficacy – NewMR Webinar
Steven Cosgrove, DataAc1va, 2016
Summary
Companies must process and store ever increasing flows of
digital informa1on. However, it has become impera1ve to
use and ac1vate these data flows to make decisions. Science
is a delibera1ve process based on well-designed robust data
science and advanced analy1cs.
Data ac1va1on precipitates innova1ons, such as new pricing
models, new ways to engage with your customers and
partners, opera1onal efficiencies, compliance and
risk monitoring, and new market opportuni1es.
Analy1cs is no longer for innovators.
It has become the standard that companies must emulate.
Acquisi1on &
Munging
Math, Stats
& Data Mining
Interac1ve
Data Visualiza1on

13. Data Ac'va'on to Maximize Market Research Efficacy – NewMR Webinar
Steven Cosgrove, DataAc1va, 2016
Thank You!
Dr. Steven Cosgrove
DataAc'va UG
Walpodenstraße 4
55116 Mainz
+49 (0) 151 5290 9769 (mob)
+49 (0) 6131 9719 599 (tel)
dataac'va.com
stevencosgrove@dataac'va.com

14. Data Ac'va'on to Maximize Market Research Efficacy – NewMR Webinar
Steven Cosgrove, DataAc1va, 2016
Q & A
Ray Poynter
The Future Place
Dr. Steven Cosgrove
DataAc1va UG